The use of incentive-based programs for weight loss is growing. This growth is likely to accelerate in the coming years due to a provision in the Patient Protection and Affordable Care Act, which allows employers to use a greater proportion of insurance premiums for this purpose (1). The effectiveness of the programs, at least in the short term, is consistent with insights from psychology and behavioral economics: Proximal and tangible rewards (such as monthly monetary payments) are more motivating than distant and intangible rewards (such as the downstream health benefits of weight loss).